If you live in the US or Canada and own some SD and HD quality films purchased from the Google Play Movies & TV app, your content will receive a free upgrade to 4K once such a version is available from the movie studio. Unfortunately I haven't bought any 4K content to go back and check the standard pricing for an exact match, however I do seem to recall most UHD movies topped out at around $29.99 and they seem to be topping out at $24.99 today.
This move was announced on October 23, and according to Google, "when 4K titles are available from participating Hollywood studios, we'll upgrade your past movie purchases so you can stream in 4K". That's even if you bought in SD or HD in the first place.
Google concludes to say "it's now easier than ever for you to watch movies in the best quality possible, no matter which device you're using", adding they will continue to make improvements over time. On top of all that, all Play Movies & TV apps on LG, Samsung and Sony TVs will be updated with a new UI this week as well.
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All may not be lost for the rest of the world however, with Google also announcing cheaper pricing for UHD movies going forward. Google is also working on support for LG Smart TVs, Serridge says.
As you can see from the screenshots above, there'll soon be a new menu item in the Play Movies app that shows which of your digital movies were upgraded to 4K.
We should also point out that some users will find a coupon in the Google Play Store Movies & TV app offering a 99 cent rental of any movie.